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As the market competition becomes increasingly intensive and the profit from traditional voice services margins gradually decline, 3G telecom operators must provide various value‐added services to enhance the ARPU (average revenue per user). The purpose of this paper is to recognize the factors infecting the adoption of 3G value‐added services.

The TAM (technology acceptance model) was used as the foundation to further understand consumer's behavioral intention to use 3G value‐added services. Structural equation modelling (SEM) was used to develop a conceptual model of customer adoption and nine important factors were proposed. The authors conducted a questionnaire investigation, using a large sample, in the Chinese 3G value‐added service market. SPSS and AMOS were applied to analyze the survey data.

The empirical findings are: security and social influence are two of the most important factors in 3G market; 3G value‐added services must be perceived as enjoyment and useful; using context should be friendly and compatible; and in a whole view, the influence from gender, ease of use and need for unique to adoption intention is not significant, but to separate as two models, the difference is huge – the female group considers more about price and usefulness, while the male group thinks about enjoyment and compatibility.

The sample of this study is limited at the range of empirical data; the development of 3G technology has not yet been perfected in China and this study fails to include all of the 3G value‐added services, some of which are still in the exploratory phase of development. At the same time, the cities in this study cannot be said to represent the present stage of the whole of China.

The paper develops a conceptual structural equation model on the area of 3G value‐added services in China. The findings in the paper would help 3G providers to improve their services.

This paper aims to provide an in-depth analysis of the process of standards setting based on the case of long-term evolution time division duplex (LTE TDD) deployment in China.

Using actor-network theory (ANT) as a theoretical framework, multi-level analyses are presented to explain the process of adoption of LTE TDD at a global level.

Findings identified the complex interaction between the social and technical aspects of fourth-generation (4G) by highlighting the co-evolving nature, diversity and interface that constitute the next-generation network environment.

ANT provides a framework of ideas for describing the process of technology adoption and for developing stories that explain it.

The findings shed light on a critical insight of the interrelationships between TD-SCDMA and LTE TDD and identify the policy successes and failures of 4G mobile networks.